Here to stay: Land Rover name to be retained following ‘misinterpreted’ quote — report

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Reports about the Land Rover name being axed have gone wild on the Internet, thanks to a misunderstood quote from a company official.

Jaguar Land Rover (JLR) is undergoing a rebranding soon, which is a fact as the British brand is seeking to reinvent itself.

However, several media outlets reported that the Land Rover nameplate would be axed and its model names would be spun off as their respective brands instead. 

It would have meant that the Range Rover, Discovery and Defender nameplates would become separate marques.

However, thanks to the American car magazine Car and Driver, the British automaker was able to clear the air as the initial reports “misinterpreted” a quote from Gerry McGovern, the chief creative officer of Jaguar Land Rover.

Where the confusion started

The original quote from McGovern was seen in a Motor Trend story. 

“The reality is Range Rover is already a brand, so is Defender,” he said. “We love the Land Rover name, but it doesn’t have as much equity as Range Rover, and Defender is rising fast. People tell us they drive a Range Rover, not a Land Rover.”

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This is where all the confusion began as many thought the British automaker’s name would be discontinued as there was more brand equity with the Range Rover, Discovery and Defender nameplates.

It’s easy to see why other brands, such as RAM, have done something similar, dropping the “Dodge” part of their naming conventions to simplify things.

A house of brands

However, Land Rover clarified with Car and Driver, “We are not losing the Land Rover name; its spirit is—and will continue to be—a crucial part of our DNA.” 

This indicates that the British brand will not be making any “spin-off” brands, but will expand its range of products under the Range Rover, Discovery and Defender nameplates.

It will be part of JLR’s new strategy called “house of brands.”

More variety

Simply put, we could see more variations and sub-models from the brand’s famous lineup of vehicles.

To recall, the Ranger Rover is available in three different models, the full-size, the sport, and the Velar. The British brand could expand its lineup with more sub-models under the nameplate.

Should Land Rover double down and introduce more sub-models under its famous nameplates?

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Source: Here to stay: Land Rover name to be retained following ‘misinterpreted’ quote — report

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